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ICT for Sustainable Tourism in World Heritage Sites
An Overview and Some Cases
prof. Lorenzo CantoniUniversità della Svizzera italiana (USI Lugano, Switzerland)
UNESCO chair in ICT to develop and promote sustainable tourism in World Heritage SitesIFITT – International Federation for Information Technologies and Travel & Tourism
[email protected] ¦ @lorenzocantoni
AGENDA
UNESCO World HeritageSustainable TourismFive main areas of intervention for ICTs – eTourism(Two major challenges / open questions)
UNESCO WORLD HERITAGE _1
“Identification, protection, conservation, presentation and transmission to future generations of the cultural and natural heritage” (art. 4)“To ensure that effective and active measures are taken for the protection, conservation and presentation of the cultural and natural heritage” (art. 5)
UNESCO WORLD HERITAGE _2
protection & / vs.presentation
SUSTAINABLE TOURISM
A complex constructSeveral approaches
Sour
ce: U
NW
TO S
usta
inab
le To
urism
for D
evel
opm
ent G
uide
book
201
3, p
. 22
ICT: E-TOURISM
BeforeDuringAfterwards
Sour
ce: G
oogl
e, T
he 2
013
Trav
eler
Widen access
Increase ownership
and promote interpersonal
encounters
Enrich visit experience
Dis-intermediate
(some) relationships
Upgrade knowledge /
skills in MSMTE
FIVE MAIN AREAS OF INTERVENTION FOR ICT
SOME REFERENCES
12 aims of sustainable tourism, 2005, UNWTO & UNEPUnited Nations Conference on Trade and Development, UNCTD 2005UNWTO Sustainable Tourism for Development Guidebook 2013D. Buhalis, R. Owen, D. Pletinckx, 2009, Information communication technology applications for World Heritage Site management, in a. Leask, A. Fyall, Managing World Heritage Sites, Elseiver, 2009Milne S., Ateljevic I, 2001, Tourism, Economic Develoment and the global-local nexus: theory embracing complexity, Tourism Geographies, 3 (4), 369-393.Ali A. Frew A.J., 2009, ICT and sustainable tourism development: an analysis of the literature, HITA Conference 2009
UNESCO chair @ USI tot. 12 aims ST 2005 UNCTD 2005
UNWTO ST4D
Guidebook 2013
BUHALIS- OWEN-
PLETNICKX 2009
MILNE & ATELJEVIC
2001FREW 2000 ALI & FREW
2009
ENRICH VISIT EXPERIENCE 5 1 not exp. 1 1 1 not exp. 1
WIDEN ACCESS 4 0 1 not exp. 1 not exp. 1 1
INCREASE OWNERSHIP AND PROMOTE INTERPERSONAL ENCOUNTERS
3 1 1 1 not exp. 0 0 not exp.
DIS-INTERMEDIATE (SOME) RELATIONSHIPS 3 0 1 1 0 1 0 0
UPGRADE KNOWLEDGE / SKILLS IN MSMTE 3 not exp. 0 not exp. 1 1 1 not exp.
#1: WIDEN ACCESS _1
Access information and share experiences onlineE.g.: videos ¦ websites ¦ …
#1: WIDEN ACCESS _2E.g.: Latin America
#1: WIDEN ACCESS _3E.g.: 129 African WHSs: 24 dedicated websites
#2: ENRICH VISIT EXPERIENCE _1• While onsite: mobile access ¦ location based services (LBS) ¦
augmented reality (AR) ¦ …• The case of mobile apps
– July 2013, on iTunes apps for 140 out of 981 WHSs • 70 Europe, 41 Asia, 13 North America, 6 South America, 5 Africa, 3 Oceania, 2
Central America• 99 cultural, 36 natural, 5 mixed• 47 sites had more than one app
– WHS and/or UNESCO logo present in 12.2% and 11.3% of apps• explicit reference to world heritage in 56.5% ¦ year of inscription: 31.3% ¦
specific sustainability hints: 9.6% ¦ actual reason of inscription: 7.8% ¦ UNESCO and its 1972 Convention: 4.4%
Schieder, T. K., Adukaite, A., & Cantoni, L. (2014). Mobile Apps Devoted to UNESCO World Heritage Sites: A Map. In Information and Communication Technologies in Tourism 2014, pp. 17-30
#2: ENRICH VISIT EXPERIENCE _2
E.g.: Patrimonio TicinoLessons learned: Open source ¦ no data roaming ¦ clear statement on Outstanding Universal Value ¦ responsible/sustainable tourism ¦ joint forces ¦ CSR
#3: INCREASE OWNERSHIP AND PROMOTE INTERPERSONAL ENCOUNTERS _1
Digital StoryTelling ¦ informal learning ¦ gamification ¦ … E.g.: Whacy (play it! www.whacygame.org/retosa)Lessons Learned: collab. ¦ informal learning + empowerment ¦ gamification ¦ 100k+ students involved ¦ FB campaign: 3’250+ likes ¦ RETOSA home
Sacr
ed T
ree
of A
mbo
him
anga
Rov
a (M
adag
asca
r).
Pict
ure
by M
amin
irina
Rad
ifera
Ran
aivo
son
#3: INCREASE OWNERSHIP AND PROMOTE INTERPERSONAL ENCOUNTERS _2
Listening to Online Travel ReviewsE.g.: Saint Paul Outside the Walls (Rome, Italy)
De A
scan
iis, S
., &
Can
toni
, L. (
2013
). Ar
tistic
and
relig
ious
ex
perie
nces
in o
nlin
e tr
avel
revi
ews o
n Sa
int P
aul o
utsid
e th
e w
alls
(Rom
e). P
roce
edin
g of
ICO
T 20
13, I
nter
natio
nal C
onfe
renc
e on
Tour
ism, L
ymas
sol,
Cypr
us, 5
-8 Ju
ne, p
p. 1
60-1
73
#4: DIS-INTERMEDIATE (SOME) RELATIONSHIPS
Distribute info ¦ support communication and promotion ¦ … E.g.: www.ilhademocambique.org (collab. ¦ local involvement ¦ MSMTE)E.g.: www.olgasproject.com (from NGO’s to tourism communication)
#5: UPGRADE KNOWLEDGE/SKILLS
eLearning ¦ Open Educational Resources (OER) ¦ MOOCs ¦ …E.g.: elearning.ticino.ch ¦ www.elearning4tourism.com
FIVE MAIN AREAS OF INTERVENTION FOR ICT
Everybody Locals
Tourists Tourism players
Widen access
Enrich visit experience
Increase ownership and promote interpersonal encounters
Dis-intermediate (some) relationships
Upgrade knowledge / skills in MSMTE
TWO MAJOR CHALLENGES /OPEN QUESTIONS
Not being able to get lost + being pamperedElastic relationship between ordinary and travel time
www.unescochair.usi.ch
prof. Lorenzo CantoniUniversità della Svizzera italiana (USI Lugano, Switzerland)
UNESCO chair in ICT to develop and promote sustainable tourism in World Heritage SitesIFITT – International Federation for Information Technologies and Travel & Tourism
[email protected] ¦ @lorenzocantoni
